English  |  正體中文  |  简体中文  |  Items with full text/Total items : 61986/94645 (65%)
Visitors : 1639051      Online Users : 14
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74203

    Title: 品牌行銷與品質管理之成本效益模式的發展
    Other Titles: The development of cost/benefit model for brand marketing and quality management
    Authors: 陳盈如;Chen, Ying-Ju
    Contributors: 淡江大學管理科學研究所碩士班
    李旭華;Lee, Hua-Jua
    Keywords: 品牌行銷;品質管理;品牌收益;品牌價值;口碑;市場佔有率;Brand Marketing;Quality Management;Brand Profit;Brand Value;Word of Mouth;market share
    Date: 2011
    Issue Date: 2011-12-28 18:15:26 (UTC+8)
    Abstract: 本研究主要是探討投資於品牌行銷與品質管理之成本效益的模型發展,藉由分析投資於品牌行銷與品質管理所能產生的預期投資報酬,將投資於品牌行銷與品質管理廣泛的衡量,並且量化,分析投資於品牌行銷與品質管理產生之效益的關係,用模型提供企業決策者決定投資計畫。企業往往利用品牌行銷追求企業的品牌知名度、品牌滿意度及品牌忠誠度的提升,進而提高購買意願與市場佔有率,增加顧客需求量與市場佔有率,相對的企業可利用高品質管理,達到降低不良率提升顧客滿意度。

    In this research, the cost and benefit model can be developed to study for the investments in brand marketing and quality management. The relationship between brand marketing and quality management can be measured and analyzed to obtain the expected investment return on the investments in brand marketing and quality management and provide the modeling information for decision making. Through the brand marketing, the enterprise can promote brand awareness, brand satisfaction and brand loyalty, and hence increase purchase intention and market share so that both the customer demand and brand profit can be increased. On the other hand, the enterprise invests in quality management to reduce defective rate, which can be also linked to the purchase intention. The structure of investment model to link brand marketing and quality management can be used, and thus he relevant cost and benefit will be presented to combine the investment in brand marketing and the investment in quality management with relevant performance and financial results.
    Appears in Collections:[Department of Management Sciences] Thesis

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback